How do you create a global brand with a consistent feel/character?

PayByPhone
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Web design

The client

PayByPhone is an international player in parking services, simplifying people’s parking experience and mobility since 2001. The app allows users to pay for their parking spot quickly and easily – a convenient solution that has attracted 50 million users worldwide. Operating from their headquarters in Canada, PayByPhone is active in countries like the United States, Belgium, France, The Netherlands and Spain.

The challenge

The biggest challenge was consolidating all of the various insights and needs from multiple countries. Over the years, the existing visual brand identity had been interpreted in different ways, adapting to a wide variety of markets – the perfect recipe for inconsistencies in brand experience. Our goal was to create a more consistent visual identity that enables PayByPhone teams from diverse backgrounds and cultures to effectively communicate with each other, without compromising on their local individuality.

The result

Together we went the extra mile for a renewed visual identity that simultaneously protects the global PayByPhone brand and unifies the diverse markets. By working from a robust master website template, local teams can now easily develop their own site iterations, while keeping the brand experience aligned. This collaborative process resulted in a uniform and powerful brand communication, in which every voice is heard while the brand core remains stable - from culture to culture.